Lovefilm Instant set to turn into Amazon Prime Instant Video

Amazon has announced its intention to scrap the Lovefilm Instant brand and pull the underlying service into a new combined Amazon Prime Instant Video offering.

The change-over will occur on February 26, and it’s much more than a simple rebranding exercise.

Essentially, the current Lovefilm Instant video streaming service will become part of Amazon Prime, the internet retail company’s free next-day delivery service. Existing Prime members will get free access to more than 15,000 films and TV shows.

However, come membership renewal time, Prime users are in for a bit of a shock. Their current annual payment of £49 will be bumped up by £30 to £79 to cover the new service.

When you break the charges down, however, it looks like much better value. A Lovefilm Instant subscription currently runs to just under £72 on its own. Add that to the current Prime charge, and you’re looking at a saving of £42.

Of course, that’s only a positive thing if you currently maintain both a Prime and a Lovefilm Instant account.

On the flip side, if you sign up for Prime in the next four days, you’ll have a year of the new combined service for £30 less. Plus, if you’re not interested in Prime’s delivery or free ebook service, you can just sign up for the Amazon Prime Instant Video service at a typical £5.99 per month.

As for the Lovefilm brand, it isn’t being eradicated altogether. The DVD, Blu-Ray, and game rental service will continue to operate separately under the Lovefilm brand.